The Selection of Clean Beauty Products

Abstract

This research explores the possible contributing factors that influence consumers selection of Clean Beauty Products. The possible contributing factors were categorized into three determinants from Theory of Planned Behavior in combination with the characteristics of Clean Beauty. The quantitative survey questionnaire was conducted with 101 anonymous respondents with urban lifestyle to identify which determinant has significant relationship with the intention to select Clean Beauty Products. The questionnaire consists of statements from three determinants; attitudes, subjective norms, and perceived behavioral control, as well as the intention to select Clean Beauty Products. The result from statistical analysis showed that attitudes and perceived behavioral control have the significant relationship to the intention to select Clean Beauty Products. This study could benefit multiple stakeholders in the beauty industry. The result could be applied to the design of new beauty product lines, and marketing campaign of Clean Beauty Product, focusing on uplifting positive attitudes and forging new perceived behavioral control to better serve the consumers with higher appreciation for Clean Beauty Products.